Fred Wilson (“A VC”) has posted well about Getting The Mail Through. The article describes the big issue facing any legitimate e-mail sender these days — getting the message to your subscribers. This problem cannot be underestimated. Huge amounts of user wanted e-mail are not getting through because upstream filters are deeming it spam even though the user has requested it.
ESPs will most definitely be positioning themselves as the “way to get through” this mess. Of course they’ll have to work very closely with their customers to make sure that their lists ARE in fact 100% legit.